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Holland Cooke, News/Talk Specialist,
McVay Media
Holland Cooke has been McVay Media's News/Talk Specialist since 1995. He has advised radio and TV stations in the USA, Canada, and New Zealand.
Cooke publishes a monthly newsletter for radio owners, managers, and on-air talent (click here for details); and is frequently a featured speaker at industry conventions.
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With 4, 5, 6 or more stations under-one-roof, McVay Media News/Talk Specialist Holland Cooke winces when he hears a GM refer to the cluster’s News/Talk station as “the AM.”
"Once-upon-a-time," Cooke recalls, "that station might have been the market’s gorilla." Before management turned the station over to syndicators, local hosts were funsters who rounded up listeners – often spontaneously – for antics that stopped traffic, and attracted ink and TV cameras.
"Remember…FUN?" Cooke asks? "Seems quaint now." If you’re too young to remember such shtick – or old-enough-to, and want to see what-we’re-letting-get-away – watch “Frozen Grand Central:”
http://www.youtube.com/watch?v=jwMj3PJDxuo
As you howl at what you will see, bear in mind that the perpetrators of the event you’ll see did it WITHOUT a transmitter. "In olden times, when radio stations competed with each other, we’d worry that the other station was having more fun."
"Now," Holland warns, "anyone-with-an-imagination can engage and entertain our listeners."
What you will see in that video is the-kind-of-thing that a radio station could do, to re-capture the buzz radio used to have…and make some money online. Here’s the plan:
1. Choose best venue. Your market might not offer a venue comparable to Grand Central Station, which you’ll see in the video. Consider instead a big-footprint local retailer, possibly a shopping mall…when it’s busy.
2. Sell the event it to the venue.
3. Spill the beans beforehand on-air. Yep, REVEAL, in advance, the gag you’ll be playing on unsuspecting bystanders. Doing so will:
a) result in a bigger crowd (amused gawkers); and
b) add-value-to what-you're-selling-the-venue. Sales knows how to value mentions.
"OK," Cooke admits, "the little voice in your head is saying 'But, but, but...if we explain, on-air, in-advance, what-we're-up-to...it won't be a surprise!' Worry about that when you've got a 100 share," he says.
For the 3-share local station, this is how-you-turn-lemons-into-lemonade. Your 3-share cume is “in on the secret.”
Video it, so you can post the video online, sponsored, of course. And post it on YouTube, Metacafe, et al; ripping-off keywords from similar high-count videos.
Then, do another one. These events shouldn't be reserved for April Fool’s Day. Be known for fun, and buzzzzzz.
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